The price element of the marketing mix has a greater role to play for males compared with females in their purchasing decision (Myers, 1994). Although convenience and the services provided are crucial for male consumers, price and product quality are much more important for male consumers (Torres et al., 2001).Although male consumers pay more on average compared to females, they have higher price flexibility. Therefore, when male consumers are targeted, discounts can be very effective in increasing demand (Mazumdar & Papatla, 1995). Furthermore, because male consumers like to bargain for price, businesses should offer them opportunities for bargaining to make them feel that they are the winning party (Otnes & McGrath, 2001). When it comes to deciding the price, one family member, either the male or the female party, depending on the type of the product or role structure in the family, may be the dominant party. If the product is to be purchased based on an economical decision, male consumers will make this decision, being more dominant in such decisions. The purchasing decisions, in which females are traditionally more dominant, are made by the females themselves (Mellot, 1983).
The e-marketing environment makes it possible for e-marketers to utilize such pricing methods as forward auctions, reverse auction, dynamic pricing and “name your own price” (Kalyanam & McIntyre, 2002) It is quite helpful for consumers to make price comparisons in the Internet before going shopping, and both genders are content with this particular feature of the Internet. For instance, Hui and Wan (2007) concluded that both male and female respondents felt that they got a better deal in online shopping. Businesses may choose to utilize the appropriate pricing method using their databases. For instance, businesses may offer different prices to different customer segments through dynamic pricing (Strauss & El — Ansary, 2004). More independent, self-confident, competitive and externally motivated males are more willing to take financial risks in comparison to females. Therefore, if they are not content with a product or a service, they complain less than females (Mitchell & Walsh, 2004).